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YouTube for Business

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Presentation from Social Media FTW in Portland, Maine

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YouTube for Business

  1. 1. Broadcast Your Business - Adding YouTube to Your Marketing Strategy Amanda O'Brien and Kyle Pouliot Hall Web Services
  2. 2. Who We Are <ul><li>Hall Web Services </li></ul><ul><li>www.hallme.com </li></ul><ul><li>10+ Years in Business </li></ul>Amanda O'Brien Inbound Marketing Manager [email_address] @amanda_pants Kyle Pouliot Inbound Marketing Specialist [email_address] @kyyuulle
  3. 3. Road Map <ul><li>Social Media and WHY </li></ul><ul><li>Research Buying and the marketing power shift </li></ul><ul><li>You Tube basics – how to, tools, making a channel etc. </li></ul><ul><li>Setting objectives and measurable goals </li></ul><ul><li>Content and sharing that content </li></ul><ul><li>Viral Videos </li></ul><ul><li>Non-viral videos </li></ul><ul><li>Measuring </li></ul>“ Don't focus on understanding how to use the individual tools, focus on understanding WHY people are using the tools.” - Mack Collier Viral garden
  4. 4. What you know <ul><li>Watch Videos </li></ul><ul><li>Share Videos </li></ul><ul><li>Time waster </li></ul><ul><li>Social Media </li></ul>
  5. 5. What you may NOT know <ul><li>Poll of 400 senior marketing and media executives, 67% identified online video as a primary focus of their 2009 digital marketing campaigns </li></ul>http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090106/FREE/901069995/1078/newsletter011 <ul><li>100,000 YouTube Videos viewed per day* </li></ul><ul><li>4th most visited site on the Internet (above MSN and Live.com) </li></ul><ul><li>13 Hours of video uploading to YOUTUBE every minute* </li></ul>
  6. 6. What you may NOT know <ul><li>July 2009 YouTube had its biggest month EVER </li></ul><ul><li>85.1 million U.S. visitors </li></ul>http://progets.com/simpsons/pics/ http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090106/FREE/901069995/1078/newsletter011
  7. 7. Time to Re-think Your Marketing Strategy! <ul><li>Old/Outbound Marketing </li></ul><ul><li>TV Radio Ads </li></ul><ul><li>Print Ads </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>New/Inbound Marketing </li></ul><ul><li>Social Media </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Blogging </li></ul><ul><li>Online Videos </li></ul>An Interaction An Interruption
  8. 8. Benefits of Social Networking <ul><li>Corporate Transparency </li></ul><ul><li>Build Trust with Customers </li></ul><ul><li>Generate Inbound Links </li></ul><ul><li>Reputation Management </li></ul><ul><li>Promote your blog and website </li></ul><ul><li>Inexpensive </li></ul><ul><li>Build relationships before purchasing point </li></ul><ul><li>Be a part of the zillions of conversations that are already going on </li></ul><ul><li>Extend your events, seminars, webcasts, conventions </li></ul><ul><li>Public relations, customer service, thought leader, sales leads etc. </li></ul>
  9. 9. Benefits of Using Video <ul><li>Visual Learners </li></ul><ul><li>Storytelling </li></ul><ul><li>Mix it up </li></ul><ul><li>New touch point </li></ul><ul><li>Content more important then budget </li></ul><ul><li>Brand </li></ul><ul><li>Move traffic to your site </li></ul><ul><li>Easy to share </li></ul><ul><li>Build trust with your audience </li></ul>“ Everything has to work together to bring your chosen message to your chosen customer and generate the desired results. You can’t just shoot a video and throw it on the YouTube site; you need to develop a plan.” Michael Miller, YouTube for Business Author
  10. 10. Trust is at an all time low
  11. 11. Research buying and video <ul><li>People are looking BEFORE they buy </li></ul><ul><li>Give them something to find </li></ul><ul><li>Corporate transparency </li></ul><ul><li>Personalized buying </li></ul><ul><li>Lowering risk </li></ul>People do business with PEOPLE!
  12. 12. You Tube Basics <ul><li>Be professional (quality) </li></ul><ul><li>Stay focused – short and sweet (you do have 10 minutes) </li></ul><ul><li>Make it useful </li></ul><ul><li>Inexpensive </li></ul><ul><li>Simple distribution </li></ul><ul><li>Focus on the first 10 seconds (capture) </li></ul><ul><li>Be yourself </li></ul>
  13. 13. Getting started Setting objectives <ul><li>Where are you now? </li></ul><ul><li>What do you want to achieve? And by when? </li></ul><ul><li>How does this fit in with your business? </li></ul><ul><li>Who is your audience and what do they want to hear? </li></ul><ul><li>What would be a success? </li></ul><ul><li>What is your strategy? And company policies? </li></ul><ul><li>What works for you is different </li></ul><ul><li>What are you going to measure? </li></ul><ul><li>Check back and start over... dynamic </li></ul>“ Hope is not a strategy” - Marta Kagan, Social Media Evangelist | Online Marketing Pro
  14. 14. Measurable Goals Popularity: <ul><li>Views – more views = more search </li></ul><ul><li>Subscribers </li></ul><ul><li>Channel Views </li></ul>Photo credit: http://www.flickr.com/photos/aussiegall/286709039/
  15. 15. Measurable Goals Engaging: <ul><li>Comments </li></ul><ul><li>Favourite </li></ul><ul><li>Reviews </li></ul><ul><li>Embeds </li></ul><ul><li>Link Backs </li></ul><ul><li>Social Media Posting </li></ul><ul><li>Landing pages </li></ul>Photo credit: http://www.headachecare.com/images/goals.jpg
  16. 16. YouTube Insights <ul><li>Free tool </li></ul><ul><li>How often videos are viewed in different geographic regions </li></ul><ul><li>How popular they are relative to all videos in that market over a given period of time </li></ul><ul><li>How long it takes for a video to become popular </li></ul><ul><li>What happens to video views as popularity peaks </li></ul>
  17. 17. Content Possibilities <ul><li>Improve customer service </li></ul><ul><li>Reduce ad spend? HUGE example Evian Water </li></ul><ul><li>Brand recognition </li></ul><ul><li>Put a face to your brand </li></ul>
  18. 18. Content Ideas <ul><li>Presentations </li></ul><ul><li>Training videos </li></ul><ul><li>Help </li></ul><ul><li>Marketing </li></ul><ul><li>Events </li></ul><ul><li>Interviews with experts (pssst... you are an expert too) </li></ul><ul><li>Contests </li></ul><ul><li>Video Blog </li></ul><ul><li>Testimonials </li></ul><ul><li>Message from the president </li></ul><ul><li>Shy? Screen recordings </li></ul>
  19. 19. Let's start filming Photo credit: http://www.flickr.com/photos/pmtorrone/6208920/sizes/l/
  20. 20. Tools you need <ul><li>Ideas </li></ul><ul><li>Creativity </li></ul><ul><li>Video camera? Flip Cam? Web cam? </li></ul><ul><li>External microphone jack </li></ul><ul><li>Microphone? </li></ul><ul><li>Editing software? </li></ul><ul><li>Tripod? Great if one person </li></ul><ul><li>Screen recording? Camtasia </li></ul>
  21. 21. Staying Organized <ul><li>Outline or Script </li></ul><ul><li>Know your shots </li></ul><ul><li>Keep it timely </li></ul>Photo credit: http://www.flickr.com/photos/australian-war-memorial/3527157206/
  22. 22. Lighting <ul><li>2 x 3 times normal light </li></ul><ul><li>Household or halogen lamps </li></ul><ul><li>Light both sides of your subject </li></ul><ul><li>Don't shoot infront of a window </li></ul><ul><li>Take it outside (watch your noise) </li></ul><ul><li>Outside – stand in shade point light toward subject </li></ul>Photo credit: http://www.rgphotography.ca/
  23. 23. Sound <ul><li>Microphone on camera </li></ul><ul><li>External microphone </li></ul><ul><li>Dub over </li></ul><ul><li>Tape sounds before and after recording for bandaids </li></ul><ul><li>More important than video? </li></ul><ul><li>Watch echo – empty rooms, tile </li></ul><ul><li>[email_address] </li></ul>http://www.flickr.com/photos/17258892@N05/2587506121/
  24. 24. Editing Programs <ul><li>Free </li></ul><ul><ul><li>Mac iMovie </li></ul></ul><ul><ul><li>Windows – Movie Maker </li></ul></ul><ul><li>Pay (cheap) </li></ul><ul><ul><li>Corel Video Studio </li></ul></ul><ul><ul><li>Nero </li></ul></ul><ul><li>Pay (more) </li></ul><ul><ul><li>Adobe Premiere Video Editing </li></ul></ul><ul><ul><li>Apple Final Cut Pro </li></ul></ul>More footage = more editing = means more time! Rule of thumb – one hour of editing per one minute of produced content
  25. 25. Uploading a Video <ul><li>Webcam </li></ul>Video blog, announcement, contest, personal profile for About Us section
  26. 26. Uploading a Video
  27. 27. SEO for your videos <ul><li>Video title </li></ul><ul><ul><li>Informational – to be found </li></ul></ul><ul><ul><li>Viral – to be clicked on </li></ul></ul><ul><li>Video description </li></ul><ul><ul><li>Add a link </li></ul></ul><ul><li>Keywords </li></ul><ul><li>Tagging </li></ul><ul><ul><li>Not public </li></ul></ul><ul><ul><li>What videos show up near your video </li></ul></ul>
  28. 28. Owning your search terms with video <ul><li>Find search term </li></ul><ul><li>Know how your customers are searching </li></ul><ul><li>Great for </li></ul><ul><ul><li>How to's </li></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Product demos </li></ul></ul>Photo credit: http://www.google.com
  29. 29. Annotations <ul><li>Add annotations </li></ul><ul><ul><li>Note </li></ul></ul><ul><ul><li>Spotlight </li></ul></ul><ul><ul><li>Speech bubble </li></ul></ul><ul><li>Great for tutorials </li></ul><ul><li>Closed captions </li></ul>
  30. 30. Creating a Channel <ul><li>Sign up </li></ul><ul><li>Username - branding </li></ul><ul><li>Key word dense description </li></ul><ul><li>Website </li></ul><ul><li>Keywords </li></ul><ul><li>Location </li></ul><ul><li>Education, Interests etc. etc. etc </li></ul><ul><li>Have a channel? Upgrade </li></ul>
  31. 31. Embedding into your site
  32. 32. Making it social <ul><li>Rating </li></ul><ul><li>Commenting </li></ul><ul><li>Participating in community </li></ul><ul><li>Sharing content </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Post to blog </li></ul></ul>
  33. 33. Going Viral <ul><li>What does going viral mean to you? </li></ul><ul><li>Content, content, content </li></ul><ul><li>Fresh, daring, exciting, funny </li></ul><ul><li>Get it out to industry influencers </li></ul><ul><li>Make it share-able </li></ul><ul><li>Track progress – respond quickly </li></ul><ul><li>World Wide Rave – David Meerman Scott </li></ul>“ You can create a World Wide Rave too – Just create something valuable, that people want to share and make it easy for them to do so .” - David Meerman Scott
  34. 34. Benefits of Non-viral <ul><li>A picture is worth a thousand words </li></ul><ul><li>Give your company a voice </li></ul><ul><li>The views keep coming </li></ul><ul><li>Long tail </li></ul>Texas Instruments – Thank an engineer <ul><li>March Campaign Results </li></ul><ul><ul><li>151,000 Video Views </li></ul></ul><ul><ul><li>25,000 Further action/landing page </li></ul></ul><ul><ul><li>Average time on site 4:21 </li></ul></ul>
  35. 35. Promotion <ul><li>Social Media sites – spread the word </li></ul><ul><ul><li>Use a URL shortener to measure </li></ul></ul><ul><li>Encourage ratings </li></ul><ul><li>Ask friends and coworkers </li></ul><ul><li>Website </li></ul><ul><li>Blog </li></ul><ul><li>Respond to comments </li></ul><ul><li>Paid promotion </li></ul>
  36. 36. Don't <ul><li>Sell, Sell, Sell </li></ul><ul><li>Forget your audience </li></ul><ul><li>Try to be somebody else </li></ul><ul><li>Get lost in the tools </li></ul><ul><li>Take too long (short and sweet) </li></ul><ul><li>Forget to have a plan </li></ul><ul><li>Take yourself too seriously </li></ul><ul><li>Think of YouTube as a magic bullet </li></ul>
  37. 37. Recap <ul><li>People are researching before they buy </li></ul><ul><li>The internet is social and more engaging </li></ul><ul><li>Have a plan </li></ul><ul><li>Measurable Goals </li></ul><ul><li>Decide what's important </li></ul><ul><li>Analyze the outcome </li></ul><ul><li>Pick the right tools for you </li></ul><ul><li>Lighting, Sound, Editing </li></ul><ul><li>Make it about you </li></ul>
  38. 38. Get Started! <ul><li>SEO Vision Blog - http://www.hallme.com/blog </li></ul><ul><li>Webinars – http://www.hallme.com/webinars </li></ul><ul><ul><li>Roundtable next Tuesday (9/29) </li></ul></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB)‏ </li></ul><ul><li>[email_address] </li></ul>World Wide Rave: http://www.worldwiderave.com/ YouTube Help: http://www.google.com/support/youtube/ YouTube blog: http://youtube-global.blogspot.com/

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